[Image: Csabi Elter via Unsplash]
Course Duration: One Day
Number of Attendees: 6
How to make your copy perform
If you’re in marketing or content development, this is the course for you.
You’ll discover how to make your copy perform – whatever it has to do. You’ll develop the skills to create anything from social copy to technical content. You’ll have the chance to profile your own brand voice, play with different structures and write compelling headlines.
You’ll be planning, drafting, and editing, against tight deadlines and word counts – just like real life. You’ll also have the opportunity to get feedback on your work, in an atmosphere that’s friendly, supportive and collaborative.
Give your skills an invigorating workout.
This course is based on Alan Barker’s book, The Complete Copywriter.
Objectives
As a result of attending this course, you will be able to:
- Identify your own skills and locate your key development areas
- Find a distinctive voice and vary your register
- Respond to the reader contract, structurally and stylistically
- Develop, analyse, and critique copy productively
- Create and respond to copywriting briefs
- Produce copy for a range of channels
Numbers on this course must be limited to six.
Outline Programme
IDENTIFYING OUR OBJECTIVES
- What kinds of copy do we produce?
- A structural approach to copywriting
THE READER CONTRACT
- Browsing and searching
- Responding to the reader contract
INSTANT COPYWRITING
- Creating a reader persona
- What is a value proposition?
- Relating the VP to the reader persona
- What works?
FINDING YOUR VOICE
- The three characteristics of an effective brand voice
- Voice and tone – what’s the difference?
- The three dimensions of brand reputation
- Lateral thinking for brand voice development
DEVELOPING YOUR STYLE
- Breaking bad habits
- How sentences work (and how we can make them work better)
- Playing with words
- Developing versatility
THE COPYWRITING BRIEF
- Anatomy of a copywriting brief
- Creating, taking and responding to a brief
- Practical work: producing copy for a client
- Aligning the copy to the client’s marketing strategy
THE COPY DOCTOR IS [IN]
An opportunity to submit and review copy from your own organisation